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How long can the fire last? 2006 "Supergirl" trend SWOT analysis

2006-5-13 Read 881 times Posted by Huangcun Hoe Font:Large Medium Small Previous <<>>Next

Attention is a measure of how much people pay attention to a topic, an event, a behavior or a message, and how long it lasts. subject, an event, a behavior or information of the lasting scale. "

The superwoman fan effect has been triggered by tens of millions of superwoman fans. The regular weekly screen appearances, the audience's frenzied cell phone text messages, and the online and offline different factions of fans shouting at each other, so that a few amateur singers of unknown reputation, become the audience's love of the superstar as well as thousands of households concerned about the hotspot and the focus of attention. Words like "fan", "corn", "pen fan", "cool fan" and "PK" have become the most popular words in the world. PK" and other words became the key words of pop culture in 2005. The entertainment event of "Supergirl" has realized the process of media from attracting audience's attention resources to developing consumers' purchasing power resources, creating a miracle in the operation of media industry. Therefore, the phenomenon of "Super Girl" can also be regarded as a social attention event. So, will the third Supergirl in 2006 still maintain a high level of attention, or high attention? This paper tries the SWOT analysis to analyze its Strengths, Weaknesses, Opportunities and Risks in a predictive way.

First, the inherent strengths of Supergirl 2006 will be further strengthened, and the components of the strengths are "the continuous release of the brand effect + the simple replication of the business model".

Brands are carriers of spirit and meaning, and it is through the consumption of brands that consumers come to own these meanings. In the minds of consumers (the audience), there is a connection between a particular brand and a particular spiritual connotation: the connection between "brand" and "spiritual needs". When consumers consume "Supergirl", they also satisfy their spiritual and cultural needs by recognizing the specific association (Supergirl brand). As an entertainment activity participated by all people, "Super Girl" in 2005 is not relying on celebrities to please the public, but rather the public's self-entertainment, and it has already formed a TV entertainment brand and a social and cultural brand of "the public pleasing the public", which has high popularity, large degree of innovation, and strong branding. In 2006, the brand of "Supergirl" will continue to grow, expanding from a certain scope of influence to a larger market scope, and developing from a general brand to a strong and advantageous brand, so its brand superposition effect will continue. Throughout the past two years, the growth of "Supergirl" brand has four significant signs: first, the social recognition of the brand has been increasing; second, the target market of the brand has been upgrading; third, the scale and diversification of the brand's production and operation; and fourth, the brand's characteristics have become more strategic and outstanding. Therefore, the brand effect of "Supergirl" in 2006 will keep its social attention at a high level, and the continuous high social attention will also bring about a continuous rise in the ratings and a larger scale of advertising investment.

The "Supergirl" competition in 2006 will still attract a high degree of social attention, but it is worth noting whether this attention is the "sustained attention" of last year's Supergirl fans or the "creative attention" of the new Supergirl fans, who will start from scratch. In my opinion, since the social attention of Supergirl has already reached a certain peak, even in 2006, even if there are more girls with "Supergirl dreams" enthusiastically applying for the contest, more enthusiastic viewers pursuing the contest, and more advertisers opening their wallets, the social attention will still be high, but it is worth noting whether this attention is the "sustained attention" of last year's Supergirl fans or that of the new Supergirl fans who have started from scratch. The social concern is only a continuous release of the past enthusiasm, and it will overdraw the attention of the 2007 Supergirl in advance, making the Supergirl fever in 2007 decline.

Secondly, from the perspective of "media planning", after two years of experience, "Supergirl" has formed a set of new profit model relying on the integration of TV, computer and telecom networks and has achieved great success. Its "10,000 people sea election", mean judges, players real coy and so on, not only for Hunan TV to create a more angry brand, more initially formed a "Super Girl" industry chain. In 2005, "Super Girl" a program audience of 400 million, a single cell phone text message revenue of more than 15 million yuan, this year this number will break through. With the extension of the Supergirl brand industry chain, text messaging, advertising, title, sales and other industries will drive the high growth of local taxes, it is estimated that the amount of tax revenue up to tens of millions of dollars. Therefore, Supergirl has been "wading" out of the successful business model will continue in 2006 and zero-cost simple copy.

Secondly, the disadvantages of Supergirl 2006 are becoming more and more obvious, which are reflected in the "fatigue of public aesthetics + the binary paradox of civilian idol".

The reason why we can use social attention theory to explain the phenomenon of "Supergirl" is that it satisfies the four most common motives for people to obtain aesthetic information: first, validity information, people are willing to accept the information that is valid for them; second, supportive information, the theoretical assumption of supportive information is that people have a psychological preference for supportive information; and second, supportive information, the theoretical assumption of supportive information is that people have a psychological preference for supportive information. supportive information has a psychological preference and tends to avoid non-supportive or divergent information; third is stimulating information, people seek novelty, unpredictability, change and complexity because they contain something inherently satisfying; fourth is interested information, people tend to pay attention to information that they find interesting. Social attention is a form of attentional behavior that tends to be stable and consistently tendentious to a certain extent exhibited by human society as a whole, and it is a foundational resource for human activity. However, unlike other resources, attention is difficult to regain once it is lost, and even if it is gained, it must be paid at a much greater cost than the original, so attention is wealth in itself.

Judging whether any one of the hot social phenomenon can keep the audience's attention, a criterion is whether it has reached the critical point of fashion and popularity, the ultimate fashion is popular, their relationship is: fashion is the favorite of a small part of the people, while the popularity of the majority of the people's choice, the end of the fashion is the beginning of the popularity of the end of the fashion, so once the popularity of the fashion, it will begin to go to the road to extinction. Behind pop culture is the value orientation of popular aesthetics, which has a distinctive feature of being fickle. Therefore, many hot social phenomena follow the path of social attention from scarcity to excess, to network celebrities, for example, in the past three years, people have experienced from "Muzimei" to "Sister Furong" to "Tianxian sister" such an aesthetic. "Such an aesthetic and ugly cultural psychological changes, people's hearts are like a pendulum swinging from side to side, constantly leaving and returning, so if the phenomenon of the 2005 "Supergirl" is regarded as a civilianized "return Therefore, if we regard the phenomenon of "Supergirl" in 2005 as a civilianized "return" event, we cannot help but suspect that it will need a civilianized "departure" or "transfer" at the right time, which is a kind of cultural inevitability, especially when a kind of sustained attention fails to create new excitement.

This is a cultural necessity, especially when a sustained focus fails to create new excitement, and pop culture's turn will be revealed.

In this context, the social mood or social psychology released by the Supergirl contest shows a very clear direction. Behind the Supergirl contest, which allows for the participation of public opinion, there is in fact a very broad and clear social psychology. Li's rapid popularity thus carries a distinct cultural symbol: people need stars, but not stars concocted from a pool of dead water, full of slanders and subterfuge in the entertainment industry, but rather a simple and innocent grassroots star, even if there is a lot of unsatisfactory things about her, it is the public society's overall disappointment and abandonment of the current entertainment industry, and it is the public society's expectation for the emergence of a new spirit of entertainment It is a psychological release of the public's expectation for the emergence of a new entertainment spirit and popular idol. The reason why "Supergirl" as a miracle created by common people's spirit is loved by the public is that those who stand on the stage are not emperors and kings but ordinary people; the reason why the public is crazy is that "Supergirl" is a carnival which is participated by grassroots from the beginning to the end. The first time I've ever seen this, I've seen it in my life, and I've seen it in my life.

The phenomenon of Supergirl is a kind of subversion of the popular culture by the common people, however, this subversion cannot escape a new paradox: from the increase of bodyguards around Li Yuchun to the expensive appearance fees and endorsement fees, people are surprised to find that the result of the subversion happens to be that Li Yuchun has become the new elite rather than the common people, and has become a new elite from the "star of the people" to the "star of the people". "From a "folk star" to a "star", Li Yuchun has completely distanced herself from her original civilian counterpart, and will gradually lose the civilian sentiment on which she originally relied, and this civilian cultural phenomenon is also moving away from the civilians in a non-civilian way. The civilian culture phenomenon is also far away from the civilians in a non-civilian way.

Third, an analysis of the chances of "Supergirl" in 2006: "the program's new ratings highlights + the fringe audience's counterattack".

While the sensational "Supergirl" in 2005 has come to an end in laughter and tears, the majority of TV viewers experienced a short period of silence after no one asked "which Supergirl do you like", and the "Dachangjin" has been revived for the first time in the world. The "big long" rekindled their eyeballs. As a matter of fact, Hunan TV's rounds of program innovations have not only boosted ratings and brought in huge advertising revenues, but also enhanced the brand value of Hunan TV, making it stand out among the provincial TV stations in the country, and even rivaling CCTV.

The reason why 2005's Supergirl has been so successful is that it has achieved the "trinity of entertainment, culture and interaction" in its product content, the "trinity of TV, telecom and computer" in its communication channels, and the "trinity of TV, telecom and computer" in its program format. In terms of program format, it has found "sea election" and "PK" as its winning strategy. Similarly, the 2006 Supergirl, if there is a new major breakthrough in the product content, dissemination channels and the winning formula, it will be a valuable and meaningful innovation, but how easy is this innovation?

In addition, we also have to pay attention to the 2005 "Supergirl" phenomenon in the emergence of a phenomenon, there are a number of passive acceptance of the suggestions of people around with the mindset of watching the program to see this part of the "marginal audience", may be transformed into an active participant in 2006, and the "marginal audience" will be the most important part of the program, and the most important part of the program is the "marginal audience". For example, Zhang Liangying, the third runner-up of Supergirl in 2005, was favored by many male compatriots, but due to the lack of men's habit of participating in sending supportive text messages, the right to choose was inadvertently handed over to more women, and so the final winner was selected as the first runner-up who didn't necessarily represent the preferences of the male audience, so it is believed that more male "marginal audience" will be involved in the Supergirl audition in 2006. Therefore, in the selection of Super Girl in 2006, it is believed that there will be more male "marginalized audiences" who will come forward to assert their "rights" and express their own preferences with short messages in their hands. The company's website has been updated with the latest information on the subject, and is now available on the Internet.

Fourth, the risk of "Supergirl" in 2006 has increased, mainly due to the "culture clash between elites and the public + pressure from competitors"

Though the nature of popular culture and elite culture is different, their different factors have been integrated into a complicated and complex game. Before popular culture took root in China, the emergence of Supergirl was a commendable exclamation point. As far as the positioning of the program itself is concerned, Supergirl is an entertainment program, different from those programs that are bent on educating the public, and its only purpose is to entertain, with no threshold for participation in the auditions, flirtatious and even slightly mean-spirited judges, crude recording studios, and rough post-production editing....... All of these announce that from the very beginning, it has drawn a clear line between the elite culture of the country and that of the Chinese people. The first thing you need to do is to get rid of all the people who are in your life, and you're not going to be able to get rid of them.

It should be said that CCTV's "Dream China", the two most talked-about talent show in 2005, clearly lost out to Hunan Satellite TV's "Supergirl". Killer mace to meet "Super Girl", their face-to-face competition in April this year officially opened, March 29 in Beijing held a grand kick-off ceremony of the "Dream China" crew said that this year will set up seven regions (Beijing, Shenyang, Chengdu, Nanjing, Shanghai, Xi'an, Chongqing and other seven regions). The "Dream China" crew said it would set up seven regions this year (Beijing, Shenyang, Chengdu, Nanjing, Shanghai, Xi'an, Chongqing and other seven "dream" places) and broadcast live for 10 consecutive weeks. There is news that "Supergirl" has obtained the "approval" for the event at the end of March, and the large-scale talent show will officially begin in early April. Last year, there were only five divisions of "Supergirl", and this year, the number of divisions will be adjusted to more than six, including Changsha, Chengdu, Guangzhou, Zhengzhou, Xi'an, and Shenyang, and the senior management of Hunan TV has revealed that so far, "Supergirl" brand has attracted Hunan TV executives have revealed that the Supergirl brand has so far attracted 200 million RMB in advertising, which is a huge money-sucking force. The proximity of the two events (Shenyang, Xi'an, and Chengdu are the three overlapping venues) is bound to make for an exciting encounter. It is believed that CCTV's "Dream China" will make more efforts to give full play to the advantageous resources of the national media, and at the same time, be more civilian and innovative, and start a new round of "melee" with local strong media. 2005 "Supergirl" achieved an unprecedented success. Supergirl" in 2005 achieved unprecedented success, the form of live audition is not to blame, and the 2006 "Dream China" absorbed the "Supergirl" experience, CCTV 2 will be alone through the satellite on the seven regions of all events for 10 weeks of live broadcast. CCTV's second set will broadcast all the events of the seven regions via satellite for a period of 10 weeks. In contrast, the "Supergirl" can live broadcast auditions is still an unknown, recently the State Administration of Radio, Film and Television issued several "ban", there is a "cross-regional competitions can not be on the satellite TV live! "The provisions of the 2006 "Supergirl" will have a greater impact on the dissemination.